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CWF in mini-me ploy for Little Marc Jacobs

Children Worldwide Fashion (CWF) hopes to expand the number of UK stockists for its Little Marc Jacobs kidswear brand by introducing mini-me styles for autumn 12.

CWF, which took over the worldwide licence for the design, production and distribution of Little Marc Jacobs from French kidswear distributor Group Zannier in June, will introduce a change of direction for the designer brand, taking inspiration from Marc Jacobs’ adult collections.

Kevin Thompson, managing director of CWF for the UK and Republic of Ireland, said the autumn 12 collection would offer a balance of smart and more relaxed styles, with clear references to the Marc Jacobs and Marc by Marc Jacobs men’s and women’s ranges.

He added: “Mini-me looks play an important role and mix well with more casual pieces – this is what was missing in the previous collections according to the retailers.”

The 150-piece range, developed in collaboration with Marc Jacobs International, will target boys and girls aged from newborn to 12.

The girls’ collection will comprise three themes: Like A Bird; Jungle Family and Purple Heart, with garments featuring a range of embellishments including birds, bows and polka dots.

A faux-fur duffle coat is one of the key pieces, with other items including a flower-embroidered tulle petticoat, preppy shirts, a camouflage-print dress and jersey blouses.

The boys’ range will include chambray-lined blazers, parkas, checked shirts, cotton tracksuits and mottled T-shirts with slogans such as ‘Don’t Mess with Marc Jacobs’, in a palette of blues, blacks, reds, green and gold.

CWF plans to re-evaluate Little Marc Jacobs’ stockist base, including stocking the brand in CWF’s Atelier de Courcelles chain and some House of Fraser stores.

“The exact number is under review but we see a real potential for the brand given its diverse product offer,” said Thompson.

CWF will target premium department stores and luxury indies. The average wholesale price for a top will be £16, with outerwear at £65. Thompson said the Little Marc Jacobs brand is a strong international name and a good fit within the CWF portfolio.

Other brands in the CWF stable include Boss Kidswear, Burberry, Chloé and Timberland.

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